ABM in practice
Some examples of how you might choose to approach ABM include:
Lunch and learns
A highly focused and impactful webinar created specifically for a target account can be effective, especially if presented as a lunch and learn. Some marketers report success with ‘pizza-nars’, free pizza delivered to eat while watching the webinar. Of course, it could be any kind of wine and dine to gain attention. This approach can be useful for initial engagement, renewals, expansion or even reengaging at-risk accounts.
If you can gather as much information as you can on the contacts at your target account and find out their interests, you can send them merch, their favourite tea, tickets to their favourite movie etc, which is useful when pursuing initial engagement.
Meeting in person is a traditional sales approach and personalised invitations to VIP events, gifts and a follow-up are tried and tested as useful tools for engagement.
Direct mail and email campaigns
These channels can be highly effective in nurturing relationships where messages can be crafted specifically for each account.
Using tech such as IP targeting, PPC and paid social media ads on social platforms such as Facebook and LinkedIn are a way to reach out to target accounts.
Web personalisation technology
Through data you can create compelling online experiences tailored to a specific audience. Tracking browsing data and offering tailored promotions, ads, triggered emails and more can mean a personalised rather than generic online offering.